The wisdom filled arena of OAC 2011 i.e. the Convention this year was a blend of speakers hailing from varied backgrounds, representing the varied stakeholders of the industry, we had regulators, media concessionaires, brand marketers, specialists, research houses, and the likes putting forth some engrossing sessions. The topics this time broadly represented two aspects; first we had topics which defined, and supported our theme ‘Think Tomorrow. Today’ and second we had topics, which were directed at helping OOH as a medium grow stronger, and gain more share in the media mix of brands. We had a host of speakers paving a way to a better tomorrow for Outdoor advertising, insights ranged from including technology, cultivating transparency, making measurement happen these peices along with discussions in Q&A's sure opened up new directions to tomorrow. While we had others who talked about shaping a better today, we had brand marketers from leading categories and spenders telling the fraternity to take steps which will assure an incremental share in their brand's overall media mix, we had innovation being talked about. Representatives from the industry also talked about areas that need redressal and what all needs to be done collectively. Two days of the convention was brewing with debates, discussions, all constructively working for the betterment of OOH.